"The key to writing effective copy is crafting compelling descriptions to make consumers think they can't live without the product being advertised. Copywriters use a wealth of adjectives and descriptive phrases to personalize a product and give it meaning. The most successful copywriting uses descriptors that appeal to consumers' five senses of smell, touch, taste, sight and sound.

Create the Consumer ExperienceThe reason copy must appeal to the five senses is simple. Consumers can hear or see what the product being advertised can do for them, but they can't experience it first-hand. The copywriter's job is to create the user experience for consumers by stimulating their five senses. In other words, effective copy allows consumers subconsciously to smell the product, touch it, taste it, see it and hear it as if they were actually using it at that moment."